Generating interest and understanding among consumers about the integrity of British farming and produce will be one of the biggest challenges and opportunities for the year ahead, say 26 Sainsbury’s suppliers.
The comments are part of a survey of 115 of the supermarket chain’s farmers and growers. More than 80 per cent said what they are most proud of is the quality of their produce.
Sion Williams, a lamb farmer in Selkirk, said: "Informing and educating the public on the quality of British produce available is something we are very passionate about.
“We produce lamb to the highest welfare standards from natural grazing on grass and forage kale, which we are rightly proud of. As farmers, we see 2014 as an opportunity to supply customers with consistent quality and value while supporting British agriculture."
The farmers and growers expect there to be more variety in British produce this year because of “investments in agricultural technology and science extending the number of varieties available or the season length of existing varieties”.
Almost a third (30 per cent) said they see the variety of British produce on offer as the aspect of the industry that has “most improved” in recent years.
Respondents also predicted fewer impacts on the environment. Almost 45 per cent said that technology and better equipment was the most improved aspect of the agricultural industry.